Web Analytics as a Key Skill or Profession for Marketers

In this post, I want to focus on web analytics, an important and critical skill — and possible career for anyone interested in digital marketing. Contrary to popular opinion, web analytics is not an industry dominated by IT professionals; management and marketing professionals fill 95 percent of the jobs. Despite the name analytics, web analytics is mainly an analyst and customer insights-type role. The tagging aspect of web analytics is something most web analytics managers do not do themselves in large organizations; however, they should know basic concepts and how to troubleshoot issues. Even if you are not 100 percent dedicated to web analytics, it is a must-have skill for marketers. Anyone who does pay-per-click without conversion tracking is professionally negligent and not very management savvy. —-yes, that harsh.

Job Analysis for Digital Marketing — Web Analytics

 Average years of experience and salary average? (Statistics are based on U.S. non-visa professionals. There are  more opportunities  for international students with tagging skills than just analysis.)

Three years for manager- level position, and  salaries at the at level  range from $80,000 to $100,000.

What is the market size?

Web analytics manager searches returned approximately 8,000 results; and a keyword search for the skill web analytics returned 22,700 jobs

 A Typical Job Description from a Company:

The Digital Site Analytics Manager plays a critical role in shaping the future of our company, providing thought leadership and strategic insights to the dotcom business from a data perspective. This person is a catalyst for continual improvements in business performance, analytics infrastructure and data insights. This person is responsible for analyzing digital data on our website across all our digital experiences (Desktop, Mobile, Tablet). This person will create  dashboards, perform deep-dive analysis and identify actionable insights to improve the client experience and optimize business key performance indicators. The ideal candidate has outstanding analytic skills, strong business acumen, excellent interpersonal abilities and a passion for all things digital. The role resides within the Analytics team and works closely with the Marketing, Merchandising, Content and Product teams.

Position Responsibilities:

– Transform business questions into actionable analysis that yields insights for improving the client experience, optimizing marketing efforts and driving incremental sales.

– Develop, publish and present weekly and monthly executive dashboards

– In partnership with the PMO team, articulate requirements to ensure that we are able to track and report on all web, mobile, social, and in-store digital initiatives

– Manage relationships with cross-functional business partners by providing objective information derived from data to support their functional areas

– Answer ad-hoc business questions to drive site marketing strategies or troubleshoot performance issues

– Stay current on trends and best practices in digital analytics and e-commerce

– Support strategic dotcom initiatives, providing analytics guidance, forecasting and  performance assessment.


– Requires bachelor’s degree and four to six years in a digital analytics role

– Experience working with website analytics tools such as Adobe Site Catalyst and Test and Target

– Exceptional problem-solving and analysis skills combined with the ability to communicate findings to all levels of an organization

– Ability to write SQL or SAS programs a plus

– Superb attention to detail

– Understanding of general marketing concepts

– Experience working with multifunctional teams

–  Ability to work with tight deadlines and handle multiple projects

– Ability to prioritize and execute

– Ability to synthesize information from a variety of sources to arrive at optimal solutions

– Strong written, verbal, and interpersonal skills

Indeed web analytics

 Source: www.Indeed.com


Source: www.Glassdoor.com

See our MS Marketing Digital & Advertising track for details on related courses

Top skills mentioned by at least 10 major companies with this job title posting Courses of special relevance — see syllabus for each course for exact lineup of skills as not all covered in each instance
Customer Behavior MKT 6310 Consumer Behavior


Insights development, Reporting tools MKT 6342 Marketing Customer Insights Development
Data manipulation/analysis OPRE 6332 Spreadsheet modeling
Web analytics (Adobe, Google analytics, Coremetrics) MKT 6352 Marketing Web Analytics and Insights


Covers Adobe/Google analytics, some instructors also cover Coremetrics


If a non-MKT course, make sure you review the  syllabus. To learn web analytics, you should enroll in a  course that is 100 percent  web analytics


Social media analytics MKT 6343 Social Media Marketing and Insights
Javascript, Tagging Can be a special topics course offered usually through ITM; Some basic knowledge of this useful and can also be acquired by internships, self study-more important for international students to differentiate their resumes

DFW associations and meetups: The Digital Analytics Association – Dallas Chapter is less formal than other associations in that events are not monthly but once a year at different universities

 Key platforms: While Google Analytics has the largest market share (free version), a large percentage of Fortune 1000 companies use Adobe or IBM Coremetrics. A key driver is the fact that Adobe and Coremetrics have a marketing cloud suite of products such as ecommerce (IBM), marketing automation (both) and personalization (both) that Google Analytics does not offer.

 Complementary platforms: Crazy Egg (very popular due to heat maps, in-page visuals); Hotjar

Major Professional Certifications:

  1. Google Analytics (Basic and Advanced exams) – Free

2.      Adobe Web Analytics – Digital Analyst approximately. $360


Source: www.forrester.com

Alexander Edsel is the director of the Jindal School  MS in Marketing program and faculty member who teaches courses in digital marketing. Topics include e-commerce platforms, marketing automation, mobile apps, SEO, PPC and web analytics.

Posted in Marketing Program, web analytics

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